The market research company states that while cosmetics surgery is on the rise, consumers will continue to seek out products that offer similar benefits without the inconvenience of surgery.

Furthermore the company predicts the arrival of a more discerning consumer who expects product claims to be backed up.

Fifty percent of consumers concerned about aging

Almost 50 per cent of consumers in Europe and the US are concerned about the signs of aging, and two thirds about body shape, according to Datamonitor's research.

Although cosmetic surgery is on the rise - spending on procedures in Europe and the US is predicted to reach $28 bn by 2011 - Datamonitor expects consumers to seek out viable alternatives as the procedures remain inconvenient and expensive.

This, coupled with a move towards convenience, will lead to an increase in effective home use products, with consumers willing to pay a premium for prestige products if they offer convenience benefits.

Datamonitor market analyst Mathew Taylor said: "Consumers are looking to premium products with professional quality and efficacy levels to answer their personal care needs.

"Time-scarcity and the desire to spend more time at home are driving them to seek products that facilitate pampering and functionally effective personal care treatment off-the-shelf."

Indeed, the number of products that are marketed with reference to cosmetic surgery is growing, for example Glamotox - a UK brand billed as an alternative to botox, and Medic8's Pretox range.

Furthermore, a new class of peptide ingredients that work in a similar way to botox injections are appearing in an increasing number of products, promising surgery-like results without the inconvenience.

The discerning consumer

In conjunction with the move towards products as alternatives to surgery, Taylor is predicting an increasingly discerning consumer who requires a product that actually brings tangible benefits.

Consumers are becoming more discerning and are more likely to conduct research before purchasing a product, said the analyst.

"The more cynical and distrustful of the modern consumer mean that any product positioned as premium must be able to back up its claims and provide tangible results. It must be able to demonstrate added benefits when compare to a mass distribution brand," said Taylor.